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Retail competition in the fast-moving consumer goods industry: the case of France and the UK

Author: Corstjens, Judy ; Corstjens, Marcel ; Lal, RajivINSEAD Area: Marketing Series: Working Paper ; 95/50/MKT Publisher: Fontainebleau : INSEAD, 1995.Language: EnglishDescription: 25 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: In the last ten years, the competitive behavior among fast-moving consumer goods (FMCG) retailers in France has been surprisingly different to that observed in the UK, given the proximity of the countries and their many shared conditions (similar products, income level, same manufacturer suppliers, common market, etc.). In France, the rivalry between the major retail chains has been largely price driven, while on the other side of the channel, the largest and most successful retail chains have competed on quality: in particular store differentiation via own labels and fresh products, range, and size of store. The profitability and market value of retailers resulting from these contrasting strategies has been correspondingly different
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In the last ten years, the competitive behavior among fast-moving consumer goods (FMCG) retailers in France has been surprisingly different to that observed in the UK, given the proximity of the countries and their many shared conditions (similar products, income level, same manufacturer suppliers, common market, etc.). In France, the rivalry between the major retail chains has been largely price driven, while on the other side of the channel, the largest and most successful retail chains have competed on quality: in particular store differentiation via own labels and fresh products, range, and size of store. The profitability and market value of retailers resulting from these contrasting strategies has been correspondingly different

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